Search the World's Largest Database of Information Science & Technology Terms & Definitions
InfInfoScipedia LogoScipedia
A Free Service of IGI Global Publishing House
Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is Nike

Handbook of Research on Contemporary Approaches to Orientalism in Media and Beyond
It is a sporswear brand.
Published in Chapter:
Orientalist Approaches in Advertising: Sample Advertising With Nike's “What Will They Say About You?” Slogan
Simge Kırteke (Independent Researcher, Turkey)
DOI: 10.4018/978-1-7998-7180-4.ch055
Brands offer indicators to audiences through advertisements in many topics such as political, ideological, economic, and cultural. In particular, while creating their advertisements, international brands make use of the indicators that assume the cultural and demographic structure of the geographic location they are published in and carry out advertising campaigns under the influence of Orientalism. With these advertisements, it is presented how the West shows the East with an Orientalist perspective to the audiences that the advertisement reaches both in the geographical location where it is published and in the international geography. Within the scope of this study, the Nike brand, which emerged in Western societies and became a big name in the international arena, the advertising campaign with the slogan “What will they say about you?” and the SHE (Saudi Heroines Empowering a Nation) advertisement were examined and compared with the method of semiotic analysis, and their relationships with Orientalism were explained.
Full Text Chapter Download: US $37.50 Add to Cart
eContent Pro Discount Banner
InfoSci OnDemandECP Editorial ServicesAGOSR